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Profiling Today's Podcast User

Published by: The Diffusion Group (TDG Research)

Published: Mar. 1, 2006 - 47 Pages


Table of Contents


Key Findings




1.0 Introduction




2.0 Methodology




3.0 Overview of Podcasting




3.1 Familiarity with Podcasting

3.2 Type of Content

3.3 Podcast Software

3.4 Locating Podcasts

3.5 File Downloads




4.0 Profiling the Target Segment




5.0 Technology Characteristics




5.1 Digital Music Specifics

5.1.1 Brand of Digital Music Player

5.1.2 Digital Music Player Purchase Proclivities

5.1.3 Music Purchase Preferences

5.2 Computing Device Ownership

5.2.1 Desktop PC

5.2.2 Laptop PC

5.2.3 PDA

5.3 Home Networking

5.3.1 Familiarity

5.3.2 Interest

5.4 Service Subscriptions

5.4.1 Internet Service

5.5 Other CE Device Ownership

5.5.1 Digital Video Recorders

5.5.2 Game Consoles




6.0 Demographics

6.1 Gender

6.2 Ethnicity

6.3 Age

6.4 Income

6.5 Marital Status




7.0 Psychographics




7.1 Hobbies

7.2 Politics

7.3 Video Content Preferences




8.0 Reflections and Recommendations




8.1 General Conclusions

8.2 Getting the Word Out

8.2.1 Digital Music Services

8.2.2 Traditional Media Services

8.3 A Legitimate “iPod-Killer”

8.4 What’s Next?

8.4.1 The Podcast Audience of Tomorrow

8.4.2 Video iPod Means Video Podcasts




List of Figures




Figure 1 Digital Music Player (DMP) Ownership

Figure 2 Familiarity with Podcasting

Figure 3 Type of Podcast Content

Figure 4 Podcast Software Used

Figure 5 Resource Used for Finding Podcasts

Figure 6 Number of Podcasts Downloaded Per Week

Figure 7 Brand of Digital Music Player by Podcast Usage (1)

Figure 8 Brand of Digital Music Player by Podcast Usage (2)

Figure 9 Proclivity to Purchase a DMP Within Six Months by Podcast Usage

Figure 10 Likelihood of Switching To or From Apple on Next DMP Purchase by Podcast Usage

Figure 11 Preferred Method of Acquiring Full Length Album by Podcast Usage

Figure 12 Desktop PC Ownership by Podcast Usage

Figure 13 Laptop PC Ownership by Podcast Usage

Figure 14 PDA Ownership by Podcast Usage

Figure 15 Familiarity with Home Networks by Podcast Segment

Figure 16 Proclivity to Purchase a Home Network Within Six Months by Podcast Usage

Figure 17 Internet Service Provider Type by Podcast Usage

Figure 18 DVR Ownership by Podcast Usage

Figure 19 Game Console Ownership by Podcast Usage

Figure 20 Gender of Respondent by Podcast Usage

Figure 21 Ethnicity of Respondent by Podcast Usage

Figure 22 Age of Respondent by Podcast Usage

Figure 23 Annual Household Income by Podcast Usage

Figure 24 Marital Status by Podcast Usage

Figure 25 Hobbies by Podcast Usage (1)

Figure 26 Hobbies by Podcast Usage (2)

Figure 27 Political Affiliation by Podcast Usage

Figure 28 Preferred Type of Content to Watch on the Internet by Podcast Usage (1)

Figure 29 Preferred Type of Content to Watch on the Internet by Podcast Usage (2)

Figure 30 Preferred Type of Content to Watch on the Internet by Podcast Usage (3)

Figure 31 Frequency of Listening to DMP by Podcast Usage

Figure 32 Frequency of Transferring Music to DMP by Podcast Usage

Abstract

Based on interviews with more than 2,000 mobile phone and internet users, this report offers an unprecedented view into those who currently use podcasting: who they are, why they use podcasts, and recommendations on how best to approach this unique market segment.

The segments described in this report include:
  • iPod owners (further divided into podcast users and non-users)
  • Other Digital Media Player (DMP) owners (that is, own a non-iPod DMP, further divided into podcast users and non-users)
  • DMP non-owners (that is, do not own any kind of DMP and thus do not use podcasting as understood in this report).
From the Report:

Podcasting, one of the latest means of extending the capabilities of DMPs, is changing the way consumers interact with internet-based audio and video content. Gone are the days of sitting at the computer in order to listen to streaming or archived audio; now, if you own a DMP you can simply download the audio as a podcast and listen virtually anywhere. Similarly, some podcasts are competing with Digital Video Recorders, allowing for video content and even television episodes to be downloaded and essentially timeshifted.

What may have started as simple audio blogging has come a long way and fast..

Please Note: Online delivery of this product is only available as a Global Site License (Access to report for any number of people internal to your organization via your local network or intranet sites, including access to report and supplemental features.)

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